Mattel Reveals , #ThankYouHeroes Initiative, for Children of Essential Workers. The initiative will benefit the First Responders Children’s Foundation (FRCF), which will be gifted up to 30,000 dolls. Donations of Barbies dressed as doctors and food service employees will match each one sold starting May 14 until the 17th. …we are proud to launch a program celebrating the real-life heroes working on the front lines and supporting their families through the First Responders Children’s Foundation, Mattel’s Lisa McKnight, via press release. …it’s our responsibility as a nation to help them through this crisis by providing grants, scholarships and partnerships such as our program with Mattel.., FRCF president Jillian Crane. …that encourages consumers to support these efforts with the buy a doll, donate a doll program that benefits first responder families, FRCF president Jillian Crane.
#ThankYouHeroes joins the toy manufacturing giant’s ‘Play It Forward’ platform. In dire times, ‘Play It Forward’ is designed to help Mattel brands with community assistance. Mattel also says it will carry on with toy donations to non-profits, including Feed the Children and Baby2Baby. The company will also donate to Bright Horizons Child Care Centers, which helps first responders and other workers with free child care. To assist the medical industry, Mattel adds it has made half a million face shields and masks. It has also sent proceeds to #FirstRespondersFirst from a special line of Little People action figures.